Calgary’s Elvis-impersonating preacher is trying to fend off heartbreak hotel as the late singer’s business arm confronts him on a trademark dispute.

Memphis-based Elvis Presley Enterprises is moving to strip Rev. Bruce Sheasby’s trademarking of the phrase Your Grace Land, the name of his Calgary non-denominational church and radio service.

The firm, which was representing Presley’s intellectual property at a Calgary hearing of the federal Trademarks Opposition Board on Monday, contends Sheasby is stepping on Presley’s blue suede shoes by using the term while identifying so closely with Elvis.

It’s an infringement, they argue, on the name of Presley’s former Memphis home, now a tourist mecca and shrine to the rock ‘n’ roll trailblazer’s memory.

But preacher Sheasby — who’s adopted the name Reverend Elvis — said his five-year use of the three words, trademarked in 2015, has God on its side and predicts he won’t be crying in any chapel when the truth wins out.

“I’m saying to them, ‘Don’t be cruel,’” said Sheasby, 56, who’s also titling an upcoming spiritual self-improvement book with the same words.

“I’m hoping they come to Calgary, see this is a genuine guy, not a kook, and that he’s really trying to draw people to God’s grace.”

Sheasby argues his breaking up Graceland into two words, with the addition of “Your,” sets it apart from the Memphis landmark.

And he said numerous churches across the U.S. and other countries employ Graceland on their marquees without any consequences.

“I’m one or two steps further from all these churches using Graceland in their names,” he said.

Sheasby makes no apologies for the dispute’s potential to hike his profile.

“I’ve got no problem with that because I’m trying to draw people to God’s grace,” he said.

An affidavit produced by Gary Hahn, marketing vice-president for the group linked to Elvis Presley Enterprises, states it holds a licence to the Graceland trademark and insists on ensuring standards on its use are met.

“Such control includes, for example, quality standards that EPE must maintain when offering the goods and services under the GRACELAND trademark … the controls are exercised on a regular basis …,” he states.

He says the Graceland attraction and brand have been built painstakingly over more than three decades, following Presley’s death in 1977.

Sheasby counters there’s only one divine owner of the trademark for the word or words.

“It’s God and when I said that to them over the phone, there was dead silence,” he said.

But if he loses the battle, Sheasby said his use of the words Grace Land could be in jeopardy.

Before Sheasby and church musical director Dwain Sands were interviewed by Trademarks Opposition Board officials Monday — which happened to be Presley’s birthday — about a dozen congregants prayed and sang Amazing Grace.

“There’s never been any confusion along the way of how we’re using the term Your Grace Land. It’s always been understood that it refers to God’s grace,” said Sands.

Sheasby said he expects a decision later this year.

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